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  • We want to market our product Tell stories List features Answer questions Ask people to consider/try/buy
  • But conversations are not natural forums or venues for marketing, right? People are here to get away from the push Marketing isn’t always trusted, particularly out of context.
  • EEEEE. Gross!
  • Online communities offered pockets of interest areas that served as common threads. People connected with like-minded people PEOPLE connected with PEOPLE
  • People don’t want their conversations turned into spam.
  • So we must build trust. Social Media Philosophies Providing Value To The Audience Being Honest, Transparent, Fair and Good Participating In The Community/Conversation Keep these in mind for later. Do this through content, conversation, engagement
  • How does this translate offline? We don’t have to “earn” trust. Trust is often assumed or passed on via association. Trusted Vendors Doctor Insurance agent Accountant real estate agent child care provider hair stylist/masseuse Lawyer car dealer/mechanic broker/banker veterinarian/pet care giver
  • For non-service providers, it sure does. We want recommendations from trusted people. Brands earn trust by: providing value being inline with our beliefs being consistent.
  • That sure sounds familiar
  • Still, there seems to be an online challenge. The Level of Trust we earn lies in illustrating our intent is pure Our intent is to market. Is that pure? Offline – we borrow, assume and assign trust with no participation, content, contribution. Why online?
  • Conversational Marketing success occurs when our genuine participation (that not motivated by marketing goals) earns our audience’s permission to share information that is.
  • Our first step is getting to know the word AND.
  • We can walk and chew gum at the same time, right?
  • How Long Does It Take? Overheard works Write post, wins search – drives customers How long does it take before you trust a car salesman? How long before you give to a fund-raiser? PR – Dozens of interactions to earn trust COMPELLING PRODUCTS ALWAYS WIN.
  • To persuade people we must identify their needs and fill them with what we offer. -Rational -Emotional -Physical -Spiritual Maslow's Hierarchy of Needs Self Actualization - Drive to reach one's full potential (morality, creativity, independence) Esteem - Confidence, respect for and from others, achievement Belongingness - Friendship, Family, Intimacy, Acceptance Safety - Shelter, protection, warmth Physiological - Food, water, sex
  • Maslow's Hierarchy of Needs Self Actualization - Drive to reach one's full potential (morality, creativity, independence) Esteem - Confidence, respect for and from others, achievement Belongingness - Friendship, Family, Intimacy, Acceptance Safety - Shelter, protection, warmth Physiological - Food, water, sex
  • Inc – April 2010 – Couple of articles on Sales What to look for in a sales manager advice from Lizz Pellet – organizational change management expert John “Grizz” Deal – Selling nuclear energy to environmentalits … “Grizzdom” – How to sell anything.
  • Inc – April 2010 – Couple of articles on Sales What to look for in a sales manager advice from Lizz Pellet – organizational change management expert John “Grizz” Deal – Selling nuclear energy to environmentalits … “Grizzdom” – How to sell anything.
  • How do we market in conversations? Purposefully avoid pitching …
  • How do we market in conversations? Purposefully avoid pitching Illustrate your expertise, not your catalog Over share that of others Designate a channel for buyers only Offer to inform or help “if they’re interested” Present offers “for those interested” Only offer directly when it’s absolutely relevant
  • Jive Software – Michael Friaetta is a Ninja at this. They call it “using the predictive web”. K2 Underground – 15 Fortune 100 clients; Business process visualization software?
  • This is what happens. Qualified lead from listening, interjecting and just being a contributing member of the community.
  • Club Med – searches for vacation references.
  • Oct. 20, 2009 - Flickr went down. Rob May of Backupify and I whipped up a little thing we call real-time, reactive marketing and Tweeted out that in honor of Flickr going down, we would give one year premium accounts (blog and Tweets) for free until they were back up! We were interjecting a relevant offer (secure your Flickr pictures in case they screw them up) at a relevant time (Flickr went down and worried people) in a relevant way. (For those interested.) 845 People clicked. 61 free accounts. Three days worth of elevated blog and site traffic. (Oh, and Flickr was pissed at us.)
  • So what happens if you piss someone off … or GOD FORBID Interject yourself into a negative conversation?
  • Examples from Boingo – WiFi provider. Dealing with detractors conversations is more customer service than conversational marketing, but look at the results.
  • Long comment on a blog complaining of Cargill’s “genetically modified foods and products” plus envrionmental concerns. Brand manager responded
  • Anyone think this exchange reflects poorly on me? Why?
  • That can’t be all? What do you think? This is an inexact science – Honest, trustworthy people genuinely participating always win.

Jason falls Jason falls Presentation Transcript

  • Let’s Talk The Art of Conversations and Marketing Through Them
    • Social Media Plus
    • May 25, 2010
    • Philadelphia, Pa.
  • We Want To Market Image: Lisa F. Young on Shutterstock.com
  • Proper Venue? Image: Courtesy SXHU.com
  • People Are Running From This Image: Miguel Angel Aparicio on Shutterstock.com
  • They Want This Image: Dr. Starbuck on Flickr
  • Not This Image: Montage of Shutterstock.com & Flickr.com photos
  • Image: Jozef Sedmak on Shutterstock.com We Must Build Trust
  • Image: Brian K. on Shutterstock.com Does It Translate Offline?
  • Image: Dendong on Shutterstock.com Does It Translate Offline?
    • Online Trust
    • Provide Value
    • Be Honest, Transparent, etc.
    • Participate
    Sound Familiar?
    • Offline Trust by:
    • Provide Value
    • Be Inline With Audience Beliefs
    • Be Consistent
  • Image: Courtesy SXCH.hu
    • Conversational Marketing success occurs when our genuine participation (that not motivated by marketing goals) earns our audience’s permission to share information that is.
    Image: Igumnova Irina on Shutterstock.com
  • & AND and
    • To Market
    & AND and To Contribute To Learn To Engage
  • Image: Jim Butler on Shutterstock.com
  • Image: Namatae on Shutterstock.com
  • Maslow’s Hierarchy of Needs
  • What To Look For In A Sales Manager: “ You also want to screen for characteristics such as empathy and loyalty.” John “Grizz” Deal Feature: “ Salespeople usually start out by laying out goals, setting up agendas, figuring out how much time they have. I try to keep things relaxed. Let’s just talk.”
  • John “Grizz” Deal Feature: “ My role in the beginning of the meeting is to say just enough to get them talking, and once they start taking, I shut up.” “ People want to tell you what they care about. All you have to do is give them a way to do it.” “ Never worry about how you’re doing … Focus on the other guy.”
  • Image: Lasse Kristensen on Shutterstock.com
    • Purposefully avoid pitching
    • Illustrate your expertise, not your catalog
    • Over share that of others
    • Designate a channel for buyers only
    • Offer to inform or help “if they’re interested”
    • Present offers “for those interested”
    • Only offer directly when it’s absolutely relevant
  •  
    • Jive responds via Twitter
    • Chris Geier joins JiveSpace
    • He requests pricing info
    • K2 becomes a live opportunity
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  • Image: Drazen Vukelic on Shutterstock.com
    • Acknowledge their right to complain
    • Apologize (if warranted)
    • Assert (if warranted)
    • Assess what will help them feel better
    • Act accordingly (if possible)
    • Abdicate (sometimes a turd is a turd)
  • Boingo – Various platforms
  • BioH/Cargill – The Urban Lifestyle
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  • Thank You! Jason Falls Principal Social Media Explorer Email: [email_address] Twitter: @JasonFalls Phone: 502.509.4763 Web: socialmediaexplorer.com Newsletter: socialmediaexplorer.com/newsletter Coming Soon ExploringSocialMedia.com